Customer segmentation and personalization, along with better vendor selection, can help boost your e-mail marketing results.

By Reported Donna Loyle

Personalize It

David Daniels, research director at JupiterResearch, a Darien, Conn.-based business research firm, found in an early 2004 study that only 4 percent of e-mail messages sent from merchants were personalized. And that included those e-mailers who used recipients’ names in the messages.

E-mail personalization, says Daniels, is a lost opportunity — especially troublesome in an era when the technology to do personalization is readily available.